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This study aims to identify the role of salesman’s efficiency in achieving effective marketing communication with the sales audience (i.e. buyers). The study deals with the problem of some companies that suffer from the weakness of the role played by salesmen in the process of marketing communication and decrease  of the size of sales. To achieve the objective of the study, the researchers used the analytical descriptive approach (i.e., questionnaire, interview and observation). The questionnaire covered all aspects of the subject of the study. 70 questionnaires were distributed to the target sample and only (71%) of the sample was returned (i.e. 50 subjects). The results were then statistically analyzed using, SPSS. The study revealed that Morouj’s salesmen have several qualities and skills that contribute to the success of the sales process (i.e., the ability to plan sales and establish good relations with customers and mastering of the art of dealing with customers. Based on these results, the study presented several recommendations; the most important of which are: • The selection of salesmen should be according to specific criteria (efficiency and competency). • Continuous training, qualification and motivation of sales men. • The need to achieve  satisfaction of the salesmen. Keywords: Efficient Salesmen, Marketing Communication, Buyers. DOI : 10.7176/EJBM/11-9-13 Publication date :March 31 st 2019

european journal of business and management

The Role of Salesmen's Efficiency in Achieving Effective Marketing Communication with the Buyers' Community- Case Study- "Morouj Commodities Ltd - Sudan"